旅行社客户抱怨及服务补救行为研究

发布时间：2018-10-23 17:46

【摘要】：旅游业是朝阳产业,是国家的战略性支柱产业,旅行社在旅游市场中又扮演着纽带和桥梁的角色。然而近几年,游客对旅行社的抱怨和投诉屡见不鲜,旅行社如何提高服务质量、避免游客抱怨和投诉成为焦点问题。游客的不满心理和抱怨情绪不仅更体现在以公开抱怨的层面上,更有诸多隐含抱怨有待发掘。解决游客抱怨问题,不仅在于针对游客已公开抱怨事件更应关注游客的隐含抱怨,才能更有效和有针对性的采取措施。因此对游客抱怨行为的相关研究对旅游产业的长足发展至关重要。本文首先对国内外旅游者抱怨研究的相关文献进行了梳理,并从旅游服务失误、顾客抱怨行为、顾客抱怨行为影响因素、服务补救这四个方面进行总结和述评。基于对于前人文献的梳理,本文建立了游客抱怨行为与其影响因素模型以及提出相关假设。据此,使用问卷调查法和访谈法进行相关实证研究,采用了描述性统计、主成分分析法、方差分析法、相关关系分析法以及多元线性回归方程对模型和假设进行检验。经统计分析得出以下主要结论:游客抱怨影响因素被提炼为三个公因子:归因因素、抱怨求偿成功可能性、抱怨价值;游客个人特征对抱怨行为方式的选择影响较小,情景因素与直接抱怨和沉默抵制有显著相关;游客个人因素影响游客对情景因素的评价和认知。基于实证研究结果,文章对旅行社如何补救服务失误以及引导游客抱怨行为提出参考性建议和措施,.以期为旅游产业的发展及游客抱怨行为的研究提供借鉴。
[Abstract]:Tourism is a sunrise industry and a national strategic pillar industry. Travel agencies play a role as a link and bridge in the tourism market. However, in recent years, complaints and complaints from tourists to travel agencies are common. How to improve the service quality of travel agencies and how to avoid tourist complaints and complaints become the focus of the problem. The complaints of tourists are not only reflected in the level of public complaints, but also have a lot of hidden complaints to explore. In order to solve the problem of tourists' complaints, we should not only pay more attention to the hidden complaints of tourists, but also take more effective and targeted measures. Therefore, the related research on tourist complaint behavior is very important to the rapid development of tourism industry. Firstly, this paper reviews the related literatures of tourist complaints at home and abroad, and summarizes and reviews them from four aspects: tourism service failure, customer complaint behavior influencing factors, and service remediation. Based on the previous literature, this paper establishes a model of tourist complaint behavior and its influencing factors, and puts forward related assumptions. Based on this, the questionnaire and interview are used to test the model and hypothesis. Descriptive statistics, principal component analysis, variance analysis, correlation analysis and multivariate linear regression equation are used to test the model and hypothesis. The main conclusions are as follows: the influencing factors of tourist complaints are abstracted into three common factors: attribution factors, complaining about the possibility of successful claims, complaining about the value; personal characteristics of tourists have little influence on the choice of complaint behavior. Situational factors are significantly related to direct complaint and silence resistance, and personal factors of tourists influence tourists' evaluation and cognition of situational factors. Based on the results of the empirical study, the paper gives some suggestions and measures on how to remedy service failures and guide tourists to complain. In order to provide reference for the development of tourism industry and the study of tourist complaint behavior.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F592.6

【参考文献】